The VF Corp.-owned company launched the Timberland Tree Lab on Thursday, an experimental concept store with curated product collections and brand stories told in a gallery-like setting. The store’s theme and product selection will change every six weeks.
The store’s initial theme is Streetology, a focus on versatile city styles designed with hidden technology, including Timberland’s new men’s FlyRoam collection featuring the AeroCore energy system and its popular range of SensorFlex footwear.
Following the Streetology installation, in late September Tree Lab will transform virtually overnight into SHEvolution. The entire store will be dedicated to women, with a selection of boots and shoes. SHEvolution will be followed by a holiday-themed installation in early November.
With Tree Lab, Timberland aims to create a new brand experience. The store combines sleek, angular design elements with amenities like a sampling of a local craft beer or a bottle of water that may one day be recycled into Timberland linings and shoelaces.
“A shopping experience today reflects a journey through a hyper-connected world that’s constantly seeking something new, and our stores need to deliver on that, every day,” said Kate Kibler, vice president of Timberland’s direct-to-consumer business in North America. “The Tree Lab is more than just a place to shop—everything a consumer experiences from the moment they enter has been designed to enhance their visit, expand their horizons, and leave them with a great memory to go along with that beautiful new pair of shoes.”
Tree Lab is one of many direct-to-consumer initiatives rolling out this year. Timberland will open a series of “flex retail” stores in U.S. malls as well as two new specialty stores on the West Coast.